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Videos

What does your brand smell like?

This presentation will highlight the relevance of sensory branding as a means for enhancing brand uniqueness and simultaneously adding other layers to the elements that help create brand equity.Brands are carriers of symbolic and non-symbolic...

Catalogue: Sensory Forum 2015: Marketing Meets Science
Author: Massimo Cealti
June 15, 2015

Research papers

Rowing against the tide or surfing the new wave?

How do we address the consumer’s research needs in emerging markets where the following hurdles are to be faced: rare, and multiple official languages; logistical difficulties; lack of infrastructure; illiteracy and low levels of consumer...

Catalogue: Congress 2014: What Inspires?
Authors: Massimo Cealti, Nicolas Siega
September 10, 2014

Videos

Rowing against the tide or surfing the new wave?

How do we address the consumer’s research needs in emerging markets where the following hurdles are to be faced: rare, and multiple official languages; logistical difficulties; lack of infrastructure; illiteracy and low levels of consumer...

Catalogue: Congress 2014: What Inspires?
Authors: Massimo Cealti, Nicolas Siega
June 15, 2014

Research papers

Inspiring the senses

This paper critically discusses the status quo of consumer research in the sensory industry. Based on a case study in the oral care category, the presenters advocate a rethinking of current research paradigms in the industry and suggest an...

Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!
Authors: Oliver Schieleit, Massimo Cealti, Gabriele Niemann
Company: Symrise AG
November 13, 2011